CREDITS
My Role: Strategy, Art Direction & Graphic Design
KEEP A CHILD ALIVE REBRAND
Keep a Child Alive (KCA) is a non-profit organization, founded by Alicia Keys in 2003, that believes every person has the right to quality health care and that all children deserve a future. KCA supports innovative, grassroots organizations that increase access to life-saving HIV treatment and care for children and families living with and affected by HIV in Kenya, Rwanda, South Africa, Uganda, and India.
Since their founding, both KCA’s work and the HIV landscape had evolved dramatically, making change necessary. In their 10th year, KCA underwent a rebrand in which they redesigned their logo, website and collateral, as well as refined their messaging. The organization wanted to amplify the fact that there was still a huge need to secure the resources vital to providing aid to grassroots programs that make a direct impact in the lives of people affected by HIV/AIDS.
At KCA’s core lies the people they serve and that is truly what sets them apart, so we wanted to emphasize that. With the rebrand we wanted to make a bold statement that was provocative and true to the brand, but also one that humanized the issue. We aimed to close the gap between ‘us’ and ‘them’ and show people in an empowering fashion, rather than as victims. As a way to create empathy rather than sympathy, the issue of HIV took a backseat and focus was put on what connects us as humans rather than our differences. If people couldn’t relate to the issue of HIV/AIDS, they could definitely relate to a mother trying to take care of their child or what it’s like to be a teenager, so we really wanted to put the individual stories front and center.
